Adjust & Liftoff: Mobile gaming trends in Japan in 2022
Japanese gamers are getting back to the pre-COVID engagement.
15% of installs in Japan come from hypercasual games. It’s the most popular segment.
After the COVID burst in activity, Japanese gamers are returning to normal consuming patterns. The number of sessions in H1 2022 is 8% higher than in H1 2020.
RPG is the second after the hypercasual genre by popularity. It’s responsible for 13% of all installs from 2020 to H1 2022.
iOS in Japan is dominating with 67% of the revenue. Android, as you can assume, takes 33%.
An average D1 Retention in Japan for games in H1 2022 - 22%. D7 - 9%. D30 - 3%.
Marketing
The average CPI in the casual segment in Japan - is $5.46 from June 2021 to May 2022.
There is no big difference in CPI between iOS and Android in Japan.
Average D7 ROAS - 7%; D30 ROAS - 19.1%.